So, with such a huge mobile audience, it must have made sense to some at the New York Police Department (NYPD) to launch #myNYPD, a Twitter PR campaign that asked citizens to tweet photos of friendly interactions with NYPD.
Instead, many New Yorkers posted an angry stream of photos depicting police brutality, including violent take-downs and images of police shooting victims.
The NYPD, responding to media questions about the department’s social media outreach effort, declared the #myNYPD campaign successful.
Mack begs to differ. Social media can do wonders for brands, social causes, charities and communities. But it can also turn around and bite you as fast as an out-of-control police dog.